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Explore SolutionsWant to learn more about how to authentically represent your brand during a tumultuous election cycle? Check out the video recap of our event sponsored by The Martec, “Employer Brand Authenticity in an Election Year,” here.
Employer branding in an election year that feels more divisive than ever—sounds like the ultimate recipe for chaos, right? But in a world where job seekers expect companies to have an opinion—or at least stand for something—leaders have to navigate these choppy waters without getting sucked into the abyss.
Politics and employer branding can be like mixing oil and water. Yet, it’s also the kind of challenge that, if approached correctly, can turn your employer brand into a beacon for the right talent. Whether you’re doubling down on DEI initiatives, aligning your values publicly, or ensuring your employees feel safe and heard, election years test the authenticity of your brand like no other.
Election Year? No Problem. Just Don’t Be a Fence-Sitter
“The political climate affects the expectations and preferences of different job seekers,” says Raaj Govintharajah, Founder & CEO of The Martec. According to Raaj, there’s a dichotomy among talent pools: one group wants companies that align with their political beliefs, while the other prefers firms that stay neutral and focus on business. “There’s no single playbook,” Raaj points out, “but whatever stance you take, authenticity is the name of the game.”
The big takeaway? Pick a lane—but do it with intention. Authenticity isn’t about faking a political leaning just to attract candidates. It’s about having values and sticking to them. Raaj’s insight is straightforward: staying true to your core can attract the people who resonate most with your brand.
Gen Z Is Watching, and They’re Not Easy to Fool
Spoiler alert: Gen Z doesn’t like performative nonsense. Sonji Young, Chief DEI Officer at SAIF, says that for younger generations, company authenticity—or the lack of it—is a dealbreaker. “They want psychological safety,” Sonji explains, “and they want the freedom to be their authentic selves.”
For Gen Z, it’s not just about salary, it’s about culture—a culture that aligns with their identity and their need for safety. “They want to know that shifts in political climates won’t threaten their sense of belonging,” adds Sonji. Employers, take note: lip service to inclusivity won’t cut it anymore.
Sonji also warns that inconsistency in values—such as sudden changes in stance during an election year—raises red flags. For employers, it’s a reminder that values aren’t seasonal trends. Authentic brands make them a way of life.
The Path to Authenticity: Tips from the Pros
Navigating an election year is all about balancing the need for authenticity with the pressures of polarization. Raaj and Sonji both stress the importance of being true to your company values, regardless of external political shifts. Whether you’re striving to attract Gen Z talent or ensuring current employees feel psychologically safe, the key is consistency and clarity.
“The best approach is to have a clear stance and stick to it,” Raaj advises. He suggests that companies who waver in their values during times of political uncertainty risk alienating both ends of the talent pool. Sonji echoes this sentiment, adding, “Gen Z, in particular, is attuned to when a brand says one thing but does another. They want to see actions, not just hear promises.”
So how do you attract the next generation of workers when politics has polarized so many? Start by fostering a culture where authenticity isn’t just a buzzword but a genuine commitment. Technology can also play a key role in maintaining transparency and engagement, but it’s the human side—honest communication, safe spaces, consistent values—that makes the difference.
Don’t just weather the election—own it.
